Challenge: A major health care company wanted to understand the brand and customer engagement opportunity provided by participation in the Vaccines for Children (VFC) program, a federally funded initiative designed to provide free vaccines to eligible children in the US.

Solution: Group discussions and individual interviews among physicians, pharmacists, and other VFC program decision-makers across the US, to understand the key drivers of and barriers to participation in VFC, experiences with the program, and perceived fit of the program with a major health care company.

Result: Plan-it developed recommendations to guide the health care company in the participation decision, and how to maximize success with a “go” decision. Recommendations included operational and communications strategies and tactics related to the program.